GLOBAL BRAND ARCHITECTURE

MORE EFFECTIVE GLOBAL BRAND ARCHITECTURE FOR WHISKAS

A range of insight techniques including accompanied shopping helped us understand how people really shopped the cat category, highlighting the opportunity to simplify an overly-complex category.

In a series of highly practical workshops, we worked with the Global Brand Director and teams from different markets to create a new range architecture based on cat life-stage. This made shopping easier for consumers and reinforced the brand’s expertise and is being deployed globally to guide pack design, communication and product development. Initial results are positive: core European pouch business is growing +9%.

In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. Our new fully GDPR compliant Privacy Policy is accessible here.